It’s a cliché of a cliché to talk about how bogus the maxim, “Don’t judge a book by its cover” is. But for literal-minded book marketers, there could be no worse advice. Strong packaging equals strong sales–and that goes for authors, too. Looking foolish on TV or sounding foolish in the paper or on the radio is a quick and easy way to have people lose interest in your writing. In addition to your physical appearance, you need to monitor how your message comes across in the media; reporters may cut quotes (sometimes altering the entire meaning of your statements) to find a hook. Here are some tips on how to play the media game and make your interviews work for you.

Dress the Part: Newspapers have a tendency to start an article with a description of their interview subject, and–if the reporter is the gossip-mongering type–your fashion faux pas will not go unnoticed. You may be critiqued from head to toe, right down to your socks. Speaking of socks, people will notice if you wear white ones with a black suit, or decide to go without them entirely. But don’t feel bad if the reporter describes your wardrobe malfunction in great detail: surely there was little of substance to deride you about. DO wear solid-color clothing; plaids, stripes, and white tees don’t show up well on camera. Dress as simply as possible. If you draw attention to what you are wearing, the viewer will be distracted from your message.

Don’t Let Them Smell Your Fear: This is more for the viewer’s comfort than for your own. DON’T sit in a swivel chair. It may tempt you to rock side to side, making you look nervous and the viewer feel nauseous. Also, DON’T stare at the camera; the photographer will position you beforehand, and you should listen to the professionals. Maintain eye contact with the reporter throughout the interview. Even slight glances out of the corner of your eye will be picked up by the camera and make you appear cautious or uncertain.

Lose the Lingo: We all know you’re an expert; that’s why you wrote a book on the topic. But DON’T use jargon. You don’t want your 15 minute interview to turn into regurgitation from Webster’s. Try to keep your speech on an eighth grade level. Not only will the reporter fully understand you, but you will also reach the widest possible audience.

Speak in Sound Bites: DO answer in complete sentences. This seems elementary, but the question will be edited out of the interview so it’s best to reword it into your response for clarity. If you’re a victim of stuttering, take a pause and repeat the entire thought again so the reporter has a solid sound bite. Speaking in sound bites will discourage editors from altering your words.

Make Them Love You: The idea is to sell yourself. If you are generally liked, people will be drawn to your book. By relaxing and allowing the conversation to flow, you’ll charm the audience. The reporter is going to answer the who, what, when, where, and why. It is your responsibility to make the interview worthwhile for the viewer. DON’T make something up just to be interesting, but if you have a story about why you wrote the book or how you developed the characters, it will engage the viewers.

Get to the Point: Be very straightforward. Lengthy answers get cut down because viewers, especially in the age if Tivo, have very short attention spans, and they don’t want to hear you rattle on for two minutes about nothing in particular. The air-able quote may have an entirely different meaning than what you intended, so keep things short and sweet. Know in advance how long the interview will last, and when it starts to wrap up, be sure you’ve touched on all the points you wanted to make. Also, remember to clearly state your Web site and purchase information for your book at the end of the interview.

Perhaps the most powerful tool in your platform-building kit (after writing) is a Knock-‘em Dead presentation that highlights your work and draws attention to your expertise. In addition to the written word, presentations are an excellent method of connecting with potential readers, supporters, and clients.

Fear of speaking in front of a group is understandable, but it doesn’t have to be overwhelming. When asked to describe their fear, most people talk of being embarrassed in front of the group or of freezing – having their minds go blank. With good planning, focused energy, and plenty of practice, you can eliminate most of that fear up front.

Choosing Your Presentation
Even though you may have a narrow field of expertise in your topic, it’s guaranteed you’ll still have more material than can be offered in one presentation. It’s wise to choose a very narrow topic for your presentation; for example: “Three Steps to Becoming a Highly Effective Leader;” “Beginner’s Guide to Building a Secure Financial Future;” “How to Double Your Sales in Three Months.” Pick a narrow enough topic that gives audience members one or two important points to remember, and focus on your unique perspective. Always leave your audience wanting more.

Preparing Your Presentation
There’s an old joke about a tourist in New York City who stops a man on the street. Noticing that the man is carrying a violin case, the tourist asks, “Can you tell me how to get to Carnegie Hall?” The man replies, “Easy — practice!”

Even the most gifted musicians and athletes know that practice makes perfect. If you just write your speech on a bunch of PowerPoint slides, and then recite the words while the audience follows along (then falls asleep), you’re doing them a disservice. Memorize your presentation –- the better you know it, the more easily it flows, giving you the opportunity to tune in to the energy of your audience. Otherwise, you’re so focused on remembering your presentation that you never “connect” with them. As you memorize, don’t just recite the words in your head -– say them out loud. Practice in front of anyone (or anything) who will listen, including the family dog.

Seth Godin’s rule is “no more than six words per slide, period.” Even better, as you have your presentation memorized, use slides that only contain visuals. You’ll give the audience a visual trigger for remembering important points, and you’ll allow them to concentrate more on what you’re saying.

The more you practice, the better prepared you’ll be for worst-case scenarios. Every professional presenter has a battle scar or two and can tell you about their seat-of-the-pants moments. For instance, be prepared for technology to fail. If your computer or projector konks out, could you still give your presentation without slides? By the time you step in front of a crowd, you should have your presentation memorized — and practiced — to the point of automation.

Marketing Your Presentation
Fear of speaking in public includes visions of hotel ballrooms filled with sneering unbelievers. When you’re starting out as a speaker, your mantra should be, “Small is Good.” And don’t be afraid of small groups — they’re an excellent way to practice your presenting craft. Get some practice, work out the kinks, and then think about working your way up to larger groups.

Market yourself to small organizations and associations, which are always on the lookout for interesting presentations (usually with no pay, but hey, it’s practice, right?). You can also consider putting on your own seminar, but be sure you understand the financial investment required for such an event (not to mention getting enough people to attend).

Giving Your Presentation
No matter how well prepared you are, nerves are always a factor when it comes time to deliver your presentation. Be sure to arrive at least one hour early to test your equipment and deal with any technical issues. Strategically place bottles of water in locations that are easily accessible as you walk around the room, and have copies of a “giveaway” on hand (an article you’ve written, a white paper, etc.) for people to take home. Spend at least five to ten minutes in a quiet space before going on, to warm up your limbs with stretches and your voice with warm-up exercises (easily found on the Internet). Creating a pre-presentation routine allows you to focus on giving the presentation rather than the logistics surrounding it.

The goal of any strong presentation is to have audience members leave with one thing they can try after they leave the room. What you may think is basic information is often a brand new idea in the mind of an audience member. Good education is also good promotion, and that goes a long way toward placing you as the expert in your category. Expertise sells books and seminars, and it attracts clients.

Some pretty good benefits from telling your story to a group of people, wouldn’t you say?